THE ROLE OF TOUR GUIDES IN ENHANCING TOURIST EXPERIENCE IN UZBEKISTAN
DOI:
https://doi.org/10.5281/zenodo.19652253Abstract
Uzbekistan has recently emerged as a dynamic tourism destination, attracting international visitors through its rich cultural heritage and Silk Road legacy. In this context, the quality of tourist experience has become a critical factor in ensuring sustainable growth and global competitiveness. This paper examines the role of tour guides in shaping tourist experiences in Uzbekistan. Adopting a descriptive analytical approach, the study draws on existing literature and country-specific research to explore how communication skills, cultural knowledge, and interpersonal interaction influence visitor satisfaction. The findings suggest that tour guides play a central role in transforming heritage into meaningful experiences. Strengthening professional training and service quality is essential for enhancing Uzbekistan’s tourism potential.
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